e.l.f. Beauty just made a huge move by acquiring Hailey Bieber’s rapidly growing skincare brand rhode for one billion dollars
Known for its simple yet effective products rhode has quickly become a favorite for anyone who wants easy to use skincare that feels luxurious without being complicated
So what does this mean for both brands With this deal e.l.f the beloved drugstore brand famous for many TikTok hits is set to help rhode grow faster and reach even more beauty fans worldwide
This news comes alongside another big announcement rhode will be hitting Sephora shelves across the US Canada and the UK by late fall 2025
And don’t worry Hailey Bieber isn’t stepping away The mom model and entrepreneur will keep leading the creative vision behind rhode making sure the brand stays true to her style She’ll also serve as a Strategic Advisor to e.l.f helping guide the company’s brand portfolio and making this partnership a true collaboration
“We can’t wait to bring rhode to more faces places and spaces” Bieber said in a press release “From day one my vision for rhode has been to create essential skincare and hybrid makeup you can use every day”
This acquisition comes just three years after rhode’s launch Bieber expressed her excitement about this new chapter saying she looks forward to growing the brand alongside her cofounders Michael and Lauren Ratner who have supported her vision from the start
Her enthusiasm matches e.l.f’s forward thinking vision Both brands focus on breaking beauty barriers and delivering high quality innovative products to a wider audience This deal feels less like a takeover and more like a win win partnership
For e.l.f’s CEO Tarang Amin rhode was the perfect addition The brand will join Alicia Keys’ Keys Soulcare vegan brand Well People and dermatologist tested skincare brand Naturium under e.l.f’s growing umbrella
In his statement Amin called rhode “a like minded disruptor” and sees it as a way to shake up the beauty world even more by making prestige quality products accessible and pushing innovation forward Big news for skincare lovers everywhere
